Conversion Case Study: Look Popular
Here’s a really simple but powerful tip to increase the conversions on your website.
This is one of those simple things that’s so easy to overlook.
People are tribal. We think and act in groups (even if we think we don’t). When I was a teenager, if I saw enough people acting or dressing a certain way, I felt myself wanting to do the same. I see my teenage kids doing the same now.
Before you write any web page to promote anything, ask yourself what evidence you have that this is popular.
Here are a few pointers to help jog your memory:
- How many people use the product today (even including free versions)?
- How many particularly respectable people use it? (Doctors, CEOs, universities, Fortune 500 companies, etc.)
- For how long has it been available? “Since 1999″ (or whatever year) can help you seem established and reliable.
- How many downloads have there been? How many this week/month/year?
- How many testimonials can you present?
- What other evidence of popularity can you think of?
Now, see how much of that you can get above the fold.
Case Study: Dougie’s Meats
Dougie’s Meats is a mobile butchers in our area, with maybe half a dozen trucks that sell meat to the public from various locations, circulating between spots on different days of the week.
Their market position is decent quality for low-price (and the quality is surprisingly good — we go nowhere else!).
Being at the lower end of the market means they need sales volume to generate bigger profits, and that means they need popularity.
You know the best thing for generating popularity? (Hint: I’ve already mentioned it.)
That’s right — it’s popularity!
Popularity breeds popularity.
Check out Dougie’s Meats’ Marketing
This isn’t sophisticated. Like so many things in marketing, it’s really simple, but so simple you can forget all about it.;
Here’s the signage they line up by the road, so that everyone queueing at the traffic lights gets a barrage of cheap prices for various meat products.
Some of the signs have their own distinct, er, flavour…
The style is full-on, “Here’s how much value you get!”
That’s classic market trader marketing, which has worked since we had language and markets, and still works great today, by the way. (If you have great offers, never be tempted to hold back from saying just how great they are! It’s better to be over-exuberant than too modest.)
You can see a few more photos on their Facebook page here, which they also use to help their customers track where the vans are going to be each day — which is a very helpful tactic for local businesses.
But here’s Dougie’s number one best promotional tool.
When you go to any of Dougie’s vans, they always take a few minutes to chat, to find out exactly what you want, and to make sure you go away happy.
You might think it would make sense to get that line down as quickly as possible.
But no! Quite the opposite, in fact.
You see, that queue is their best advert! Not only do the cars waiting at the lights see all the boards advertising low prices, but they might also see a dozen people waiting (in all weathers) for their turn to buy.
It actually makes sense to make time for each customer, for several reasons. Not least because it’s great advertising.
Have you ever waited in line early in the evening to get into a night club or bar, only to realise when you get in that the place is practically empty?!
It’s the exact same tactic being used! Seeing the long line outside makes passers-by think, “Wow, that place is full already, and people are still willing to wait to get in. We should go there!”
Smart marketing is usually a case of doing the right simple things the right way at the right time.
Are you neglecting to make your offerings seem as popular as possible?
What easy changes could you make today to create the impression of that line stretching round the block?
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